Descrição do produto
As a result of over 30 years of experience obtained as business consultant, researcher and professor, the ‘4 Rs’ compound proposed by Manoel Marcondes Machado Neto is a theoretical breath of renewal in the field of Public Relations, with vocation to spread like a virus both in academic circles as in the world of organizations, regardless of their size, in all segments of business.
The dismemberment of the ‘4 Rs’ by 8 strategies and 16 tactics related to real demands of any organizations: Recognition, Relationship, Relevance and Reputation is a direct, concise and practical mnemonic formula towards an active transparency.
In resume: the condensed knowledge in this book, together with videos and website, is a genuine course of Public Relations. And, as we learned from the author, of ‘Full Public Relations’ – the Brazilian unique approach of PR professional education.
Text by Renato Möller, a Brazilian Public Relations professional (UERJ), Master in Business Administration (FGV - Fundação Getulio Vargas) and PhD in Social Psychology (UERJ). Secretary-general (Conrerp1 - 2013/2016).
"Every professional area has a moral purpose. Medicine has health. Law has justice. Public Relations has harmony – social harmony". Seib and Fitzpatrick - Public Relations Ethics, 1995. In Simões, Roberto Porto. Information, intelligence and utopia: contributions to a public relations theory (São Paulo, Summus. 2006).
"Public Relations are, more than a profession and a set of activities, a choice of education. Education which privileges multidisciplinarity, holistic vision of communication, and the understanding that organizations are made up of relationships that always demand improvement and management. Relationship ‘with the internal public’, ‘with the press’, ‘with the community’, ‘with governments’, ‘with regulatory agencies’, ‘with investors’, ‘with costumers’, are the names nowadays for the positions that an academic education in Public Relations has always given special treatment to in Brazil, with a view to the much desired corporate citizenship". Conrerp1 institutional statement. Rio de Janeiro, May 17th, 2010.
"The other side of the ethics medal is transparency". Manoel Marcondes Machado Neto - 3rd ABRACOM Corporate Communications Forum, São Paulo, April, 9th, 2014.
"Manoel Marcondes Machado Neto was chosen ‘PR of the Year - 2013’ by traditional survey by Portal ‘RP-Bahia’ and complete, in 2016, 35 years as a PR professional, offering to the business community – and for individuals in need of disclosure too – a comprehensive and didactic compound that he calls ‘full public relations’, also presented in the website www.fullPR.net". Luis Monteiro - Editor A.
ABOUT THE AUTHOR
Manoel Marcondes Machado Neto is a Brazilian PR professional, researcher, and associate professor at Universidade do Estado do Rio de Janeiro (UERJ).
PhD in Communication Sciences (Universidade de São Paulo, USP), MSc in Communication with emphasis in Information Sciences (UFRJ) and BA in Public Relations (UERJ).
Counselor and secretary-general at Conrerp1 (Regulatory Council of Public Relations / Sectional
Rio de Janeiro, 2010-2013).
Senior consultant at Andersen Consulting, having participated as a ‘brand champion’ in the rebranding project to Accenture (2000/2001).
Publisher of the following websites:
• ‘www.rrpp.com.br’ and ‘www.fullPR.net’ (in English) – aimed at public relations matters;
• ‘www.marketing-e-cultura.com.br’ – that deals with the interface among arts, culture, marketing and sponsorship (object of the doctorate thesis at USP);
• ‘www.powerbranding.com.br’ – dealing with brand evaluation.
Cofounder of ‘Observatório da Comunicação Institucional’ (O.C.I.) – a NGO dedicated to the cause of transparency in business – and publisher of its web portal: ‘www.observatoriodacomunicacao.org.br’.